Once a sail, forever a Sea Bag.
When Don Oakes became CEO of Maine-based Sea Bags, he was familiar with the brand’s remarkable value proposition of taking boat sails no longer in use, seasoned by the sea, and transform them into durable, up-cycled handbags (made in the USA). The issue? Sea Bags hadn’t talked about their value proposition to consumers, leaving the door open for imported and inexpensive lookalikes.
Services
Brand Identity
Print Collateral
Packaging
Experiential Design
Business Strategy
THE ASK
Don engaged Blaze to solve two immediate challenges: first, elevate the visual representation of the company via a new logo and aesthetic; and second, create a more compelling, cohesive message that would convey what distinguishes Sea Bags from copycat brands.
PROCESS
At Blaze, we mined the details that grant Sea Bags its unique appeal. We focused on their dedication to local, sustainable sourcing and assembly, and helped Sea Bags calculate the long-term environmental impact of their business.
SOLUTION
Blaze then created an updated logo reflecting the company’s nautical, preppy-yet-rugged aesthetic. We coined a new tagline as romantic as it is accurate: “Once a sail, forever a Sea Bag.” And we chronicled the Sea Bags’ history, voice and community in a comprehensive brand book that’s become a touchstone of the company’s identity. Sea Bags continues to tap into Blaze for projects like a mobile store, tradeshow booth development and copywriting services.
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